Sales & marketing alignment — Matt Heinz // Heinz Marketing Inc
- Part 1 Sales & marketing alignment — Matt Heinz // Heinz Marketing Inc
- Part 2Change management to become a revenue-centric — Matt Heinz // Heinz Marketing Inc
- Part 3Product-led growth — Matt Heinz // Heinz Marketing Inc
Show Notes
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02:19Why are marketing and sales out of alignment?The misalignment between sales and marketing teams is mainly due to the marketing teams focus on vanity metrics like clicks, retweets, etc. The sales teams. however, have always been focused on the right metric which is revenue.
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04:27How often do marketing teams think they are aligned but are not?A lot of organizations are starting to shift their mindset towards revenue generation for both sales and marketing teams. There is still a need for operational changes within organizations for them to start seeing progress and better results.
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06:12What signs are there that the marketing team and sales team within an organization are not aligned?Sales and marketing teams with different dashboards and sales and marketing teams without a clearly defined ideal customer profile are not aligned.
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07:31Does AccountAccount-based marketing forces sales and marketing teams to work closely together. It creates more consensus and coordination between both teams.
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09:24What other bridging activities can solve the problem of misalignment between sales and marketing?Both teams should agree on what is a sales-worthy lead and also agreeing on when the sales teams should engage with a lead is a great first step.
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11:24Is the inability to decide on what qualifies to be a lead a problem that is still happening in organizations?Many organizations have achieved success at driving demand, however, many of them still struggle to convert leads into opportunities.
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12:51Will having a common understanding of the buyer's journey bridge the gap between sales and marketing teams?Operationally, agreeing on definitions and processes is also a way to bridge the gap.
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14:39What can sales teams do to support marketing teams?Sales teams should be willing and trusting of the marketing teams. Even when that means eliminating larger accounts from their target list because these accounts are unlikely to buy.
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16:31What metrics can show that there is a misalignment between sales and marketing teams?Look in arrears. Find out what percentage of the leads generated are viable opportunities.
Quotes
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“As a lifelong marketer, I will say that the misalignment between sales and marketing teams is our fault. This is because sales teams have been aligned around what matters forever.” Matt Heinz
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“Too many marketing teams of this day are focused on clicks, likes, retweets, even MQLS, in most organizations are really just a vanity metric.” Matt Heinz
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“Lead routing, lead distribution, lead scoring are really important when focusing on larger deals.” Matt Heinz
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“You may need to constrict your opportunities before you can expand your results.” Matt Heinz
- Part 1 Sales & marketing alignment — Matt Heinz // Heinz Marketing Inc
- Part 2Change management to become a revenue-centric — Matt Heinz // Heinz Marketing Inc
- Part 3Product-led growth — Matt Heinz // Heinz Marketing Inc
Up Next:
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Part 1Sales & marketing alignment — Matt Heinz // Heinz Marketing Inc
Founder and President of Heinz Marketing, Matt Heinz, highlights the steps organizations can take to align their sales and marketing teams. By having sales and marketing teams aligned, sales productivity increases, and ultimately revenue is increased. Today, Matt talks about why you need to align both teams and what changes you can implement to realize more harmony between both departments.
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Part 2Change management to become a revenue-centric — Matt Heinz // Heinz Marketing Inc
Founder and President of Heinz Marketing, Matt Heinz, takes us through the key change management steps companies should implement if they are looking to become revenue-centric. Culture plays an integral role in how sales and marketing teams operate daily. Leaders within these organizations are better placed to shift the culture within their companies. This ultimately makes teams more open to change and gives them the opportunity to learn what works and what doesn’t work. Today, Matt Heinz talks about these change management steps and how they play a part in creating a revenue-centric organization.
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Part 3Product-led growth — Matt Heinz // Heinz Marketing Inc
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